Touting an Ohio River that "never runs out," the Louisville Water Co. is looking to the nation's arid West for potential new sources of business.

No, the city-owned company that's extended its water supplies into Bullitt, Hardin, Spencer and Shelby counties isn't planning to build any pipelines to Las Vegas, Phoenix or California.

But the company is ramping up a year-old "Louisville's Liquid Assets" marketing plan that includes working with local, regional and state economic development officials and real estate agents to better tell the company's story of plentiful water supplies and award-winning water quality. Promotional materials also highlight its favorable water rates to cities in drought-weary Texas and California. And notes from a recent marketing committee meeting predicted that commercial and industrial companies in the arid West will be looking at areas of the country such as Louisville with "an unlimited supply."

Kelley Dearing Smith, the water company spokeswoman, said: "It's about building up the brand...and making sure people who are trying to bring jobs to Louisville have the tools they need."

A Louisville's Liquid Assets website features homegrown whiskey maker Brown-Forman praising the city's H20: "Brown-Forman relies on Louisville Water Company to provide outstanding quality water and the customer service to back it up."

The company has done no formal outreach yet to western businesses, but that could happen in the next few months, Smith said. "What we have been doing is a lot of research. We are trying to find out what the water needs are there. Are there businesses that are looking to leave? What do site selectors look for and how important is water supply to them?"

The city's economic development arm, Louisville Forward, welcomes the water company's marketing assistance, according to that department's chief, Mary Ellen Wiederwohl.

"Over time, we do believe this is a successful strategy for us," she said. "But it is not going be the kind of thing that will happen quickly, or happen a lot."

The kinds of companies that need a lot of water typically have a lot of money invested in their plants, and don't often move, she said. But Louisville may be able to compete for expanded operations, she added. As an example, she said city officials have had discussions with people in the computer chip and semiconductor industries, which need a lot of very clean water.

The water marketing also fits into Louisville's quality-of-life case that it makes with a range of other Louisville benefits, Wiederwohl said.

Other factors important

The push comes as the water company struggles to find ways to sell more water while homes, businesses and industries conserve more and as the economy has changed. Sales topped 40 million gallons as recently as 2007, but fell to below 35 million last year, according to company figures, even as the company added about 20,000 customers.

"Like any good business, you have to look to diversify your portfolio," Smith added.

While Louisville enjoys an abundance of water, it remains a scarcity in the West, where climate change concerns are adding to drought fears. Yet water company officials may not find what they are looking for, according to experts from government, academic and business in California, Nevada, Arizona and Nebraska.

"I’m not aware of any businesses in the West that are moving to places with more water - they are shifting toward more efficient use of their resources instead," said Denise Gutzmer, a drought impact specialist with the National Drought Mitigation Center at the University of Nebraska-Lincoln.

That's what academic and state officials in Nevada and California also said.

Other factors such as the quality of the workforce and local and state tax abatements are more important, with the tax structure among the most critical, said Stephen M. Miller, director of the University of Nevada, Las Vegas, Center for Business and Economic Research.

"Linking economic development to water availability seems too simplistic to me," he added. "It could be important for some businesses, (the) high water users, but it probably is not that important compared to other factors."

In California, state officials acknowledge drought has impacted agriculture. But Brook Taylor with that state's Governor's Office of Business and Economic Development said, "The narrative of businesses leaving California is outdated. In 2015, California created more jobs than Texas and Florida combined. California has led the nation in job creation the last two straight years," and that the Golden State "recently surpassed Russia, Brazil and France to become the 6th largest economy in the world."

Western states are learning to live with less water, making them more efficient.

Marketing can help

"We recognize that some economic developers might point to Western states’ arid landscapes or drought conditions as a reason not to invest in the West, but Arizona’s water management has been superb, positioning the state for sustainable growth well into the future," said Garrick Taylor, spokesman for the Arizona Chamber of Commerce and Industry.

Louisville Water also knows that water isn't the only factor a business uses to decide where to locate, Smith said.

"We are not cocky enough to say that the only reason people would move here is because of us," Smith added. But the water company has a good story of innovation, quality and quantity to tell, and believes that helps makes Louisville more attractive, she said.

University of Louisville College of Business professor Michael Barone agreed.

"You have to have other compelling reasons to get companies to relocate to Louisville," the marketing professor said. "Maybe the water issue is one that fits into a bundle of reasons why it makes sense."

He said marketing clean and abundant water could be used a way to build on the city's efforts to showcase itself as "progressive, forward thinking and...environmentally friendly," while linking to the water company's rich history and Louisville's.

"It is an easy connection to make with our past (including) even why Louisville was founded, on the Ohio River."

At a glance:

75 billion gallons of water flow by the Ohio River daily.

Louisville uses about 120 million gallons a day, roughly the amount contained in its Crescent Hill Reservoir, or less than 0.2 percent of the daily river flow.